OK! beats rival Hello! to ITV masthead deal

OK! magazine has beaten rival Hello! to a deal with ITV over a masthead TV programme.

ITV has chosen OKTV! over Hello!’s masthead project for a series of programmes to launch later this year. The series has been commissioned by ITV’s controller of daytime, Dianne Nelmes, who has been discussing pilots from both the celebrity weeklies for the past year.

She says: “The decision was close, but in the end we felt the OK! brand and range of celebrity relationships was closer to the ITV audience. This is an exciting venture, which will bring a fresh and glamorous magazine format to TV.”

Hello!, owned by Hello Limited, has come under pressure from Northern and Shell’s OK! recently in the areas of circulation and celebrity exclusives featured in the magazine. OK! has already signed up Manchester United footballer David Beckham and fiancee Victoria Adams of the Spice Girls for exclusive celebrity photographs.

In the most recent Audit Bureau of Circulation figures, Hello! was down 11.1 per cent year on year to 510,552, while its rival climbed from 226,504 to 400,701.

OKTV!’s pilot programme featured TV presenter Samantha Norman, film critic Barry Norman’s daughter. However, ITV would not comment on whether she would feature in the series.

News emerged in March that Hello! and OK! were pitching ideas to ITV about a series based on their magazines (MW March 18 ).

Recommended

ITC cries foul over NSPCC ‘virtual’ ad

Marketing Week

The National Society for the Prevention of Cruelty to Children (NSPCC) was shown the red card by TV’s watchdog at last week’s FA Cup final after trying to insert a virtual ad on the pitch. A consortium of companies planned to run a virtual ad on the centre circle matting on the Wembley pitch. The […]

Map Reading

Marketing Week

Too many UK marketers view the growth of the Internet with a sense of disbelief. Their reaction is understandable. The fact that only a handful of UK companies currently exploit the interactive medium for commercial purposes has created a degree of scepticism of the true value of the Net. And when comparing this domestic experience […]

Proactivity put Heinz at the top

Marketing Week

In response to Mel Saunders’ letter (MW May 13), Heinz Baked Beans did not win the baked beans price war through inertia. It won it by offering a superior product at a value for money price, supported by effective advertising. During and since the price war, the value share of Heinz Baked Beans has remained […]

Comments

    Leave a comment